How Strong is Your Brand?
Having spent a decade helping small businesses (my own included) build their marketing platform and image, I’ve come to realize the importance of brand development. I’ve seen so many owners who don’t put enough emphasis on branding, and it hurts their business even if they deliver an amazing service. Although my company is a scheduling software, I’ve been in the home care industry many years and talked with hundreds of owners worldwide. The agencies who deliver a great home care experience and consistently work on their brand image are the ones who out-pace their competitors. You may have the best home care agency in your state, but how are your prospects going to know about you if your agency isn’t noticeable?
Robin Robins, a prominent marketing consultant in the IT consulting industry, made a statement in a keynote address that has always stuck with me: Marketing is everything you do before the sale. I love that. I would define branding the same way. Your brand is more than just your logo, website design theme, email aesthetics, etc. The strength of your brand is determined by how your company and your product are perceived in the market. Yes, your company’s optics play a big part in that perception, but it’s so much more than that. All buyers have individualized criteria they base their decisions on, and each buyer weighs those criteria differently. Improving your brand’s market awareness is the same as managing the unseen connection you make with prospects before they choose to listen to your pitch.
So what is the main way to build your home care agency’s brand? Unfortunately, there’s no silver bullet. There is no fast or easy way to build a memorable, strong brand that drives buyers into your sales funnel. It is the result of consistent, tenacious, and multi-pronged marketing strategies applied over time. There are, however, a few activities that pack a bigger punch than others, and I will attempt to highlight them below. This is by no means an exhaustive list, but simply a guide to help those who are looking to improve their brand.